Dreamforce 2023

Dreamforce 2023 took San Francisco by storm!

I led a team of 14 designers, worked in partnership with strategic events directors, and the George P. Johnson (GPJ) agency to bring lodge village to life. The lodges at Dreamforce are the areas where each product team can showcase, educate, and collaborate with customers, partners, and Trailblazers. They have a lot of traffic during the event, and it’s an incredibly important space for attendees.

My team was tasked with developing a kit of parts and design system that felt both cohesive and unique for all of the spaces, as they were positioned next to each other around the room. The entire space was meant to feel like a lagoon, so we worked on building out #LagoonLife (as I called it) by creating whimsical graphics, staging, lighting, and overhead fabrics.

In this leadership role, I developed the creative theme and design system for the space and did multiple rounds of critiques with my team of designers. I presented to executives consistently, sharing our progress. I pivoted quickly and was able to help my team implement feedback from executives throughout the process.